Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 6454 WWW.AGRM.ORG MARCH/APRIL 2017 DAY-TO-DAY 2You can use the same basic elements for both PR and messaging, as long as you emphasize the right element for the right audi- ence. By all means, emphasize facts, figures, and big issues for most PR purposes. Use a story to illustrate those elements, but instead of leading to a request as would happen in a marketing mes- sage, make a general statement regarding your mission’s positive role in addressing the issue. For marketing purposes, the story becomes the big message that must lead to a compelling request for the audience to help somehow. Facts and fig- ures support, but dare not overwhelm, the story and the request in most marketing applications. 3Help your mission staff and executives understand the difference between writing for PR and writing for marketing purposes. It’s tempting for some mission marketers to put a developed marketing-style request at the end of every press release, but the role of PR is to inform and educate in a public media forum that is usually (by design) neutral toward fundraising. On the other hand, many writers schooled in PR feel that developing a compelling story that demonstrates honest need on a monthly basis is too manipulative toward constituents. But the truth is, the need never goes away and marketing messaging must reflect that reality. If we communicate respecting the differences in these two forms of communication, we will make a far greater impact in both PR and marketing on behalf of those we serve. Ĩ O bviously, the English is the same, but there are big differences in messaging for PR and its second cousin, marketing. PR messaging emphasizes facts, figures, and broad brush stroke issues to educate. Marketing messages, on the other hand, need to emphasize stories of need on an individual level to give those facts, figures, and issues a human face to persuade a reader to respond with a gift of time or resources. So here are a few hints to get the messaging results you want through targeted PR and mar- keting communications. 1Remember your respective target audiences. By and large, your target audience for PR messaging is the media and the general public. Your goal is to educate them about the issues fac- ing homeless and hungry people. In contrast, your target audience for marketing messaging is usu- ally individuals who have at least a basic awareness of your mission, including those who are already enthusiastic sup- porters of your mission. Your goal is to encourage your market- ing audience to engage with your mission through a gift of some kind. PR TOOLKIT Steve Wamberg PR Versus Marketing Some noteworthy differences between these messaging cousins Steve helps missions and other nonprofits more effectively communicate with the public. He can be reached at steve wamberg@yahoo.com.